Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Produk Herborist Pada Pengguna Aplikasi Tiktok Di Kabupaten Nganjuk

Valensya, Veren Trihanyda (2025) Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Produk Herborist Pada Pengguna Aplikasi Tiktok Di Kabupaten Nganjuk. Skripsi thesis, Universitas Kadiri.

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Abstract

In today’s digital world, tactics like Content Marketing and Influencer Marketing have become vital for shaping how consumers behave, especially on social media sites such as TikTok. This research investigates how these two marketing methods impact the buying choices of consumers regarding Herborist products in Nganjuk Regency. The research utilized a quantitative method, distributing an online survey to collect information from 100 TikTok users who are acquainted with Herborist products. The gathered data were examined with SPSS version 27. Hypothesis testing was conduced to evaluate the separate and combined effects of Content Marketing and Influencer Marketing on buying choices. The statistical results indicated that Content Marketing (X1) had a t-value of 7,730, while Influencer Marketing (X2) recorded a t-value of 3,867, surpassing the critical t-table value of 0,1966. These findings suggest that both factors independently exert a favorable and important effect on purchasing choices. Additionally, when assessed colletively, these two elements were found to greatly affect the dependent variable, Purchase Decision (Y). The findings confirm that both Content Marketing and Influencer Marketing have a considerable influence on the way TikTok users in Nganjuk decide to buy Herborist products. Companies looking to improve consumers interaction and boost sales should consider adopting both strategies in their online marketing initiatives. Keyword : Content Marketing, Influencer Marketing, Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	26 Feb 2026 02:50
Last Modified:	26 Feb 2026 02:50
URI:	http://repository.unik-kediri.ac.id/id/eprint/1080

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